MxMIndia

Category: PRODUCTS

  • The creative was clean, simple and OOH friendly – focusing on giving investors what they needed most – Hope to still invest in the right investment tool

    DSP Blackrock unveils campaign on Tax Saver Fund offering

    By A Correspondent

     

    With the communication objective to ease financial worries of investors and to effectively inform the target group of the brand’s Tax Saver Fund, DSP Blackrock has executed its latest brand campaign. The rationale behind this communication was the concern that many investors have with respect to lack of information about tax saving instruments along with the stress building up due to time running out to invest before FY ending.

     

    DSP BlackRock capitalized on this opportunity and decided to target their brand communication to the audiences in an effective manner by playing on the ‘emotional factor’. The creative was clean, simple and OOH friendly – focusing on giving investors what they needed most – Hope to still invest in the right investment tool. The campaign communication was ‘You still have time to save tax’.

     

    Milestone Brandcom executed the campaign across 50+ cities.  Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chennai, Pune, Ahmedabad were among the major metros. An assortment of large format media vehicles combined with all possible unconventional formats were employed for the campaign, like, cab branding, bus panels, double decker bus wrap, station panels, Volvo bus wraps and metro trains branding to name a few. In addition to this, for the first time ever, a mutual fund brand used tricycle branding in major corporate hubs and roadshows for Meru cabs. With over 2000+ media touch points & approximately 4.5+ lacs sqft. of exhaustive vinyl ensured that the entire country was plastered with DSP! The campaign began on 1st week of February’16 and continued for 3-4 weeks.

     

    Imtiyaz Vilatra

    “Mutual funds are considered to be a great investment option which offers you both, security and growth. It’s an effective way for investors to participate in financial markets in an easy, low-cost fashion. The media mandate to Milestone Brandcom was to create awareness on DSP Blackrock’s range of mutual fund investments & bring DSP on TOM recall while investing. The core communication objective was to build salience for the brand and maximize impact through high visibility and scale. To make sure that we reached the right audiences, we tapped every nook and corner of the cities, ensuring no stone was left unturned. We adopted the dominance strategy and executed a high intensity, all pervasive OOH plan across the key target markets. We ensured brand presence along every key arterial route & important transit junction, even the transit media,” said Imtiyaz Vilatra, Senior VP, Milestone Brandcom.

     

    Abhik Sanya

    Commenting on the campaign Abhik Sanyal, AVP Marketing, DSP BlackRock Investment Managers said, “Our communication objective was to simply inform masses to relax as we had the perfect solution to their tax saving trouble – DSP BlackRock’s Tax Saver Fund. The brief given to the agency was to build brand salience using the Out-of-home medium as a canvas. The campaign, executed by team Milestone, left no arterial route or media without our brand presence. The work done on OOH will be a critical success factor in the number of leads & enquiries & investments generated. Milestone Brandcom has delivered an excellent campaign right from planning to execution. As a result of this campaign, the brand has received great accolades from competition & other agencies alike. Through the month of February, DSP has reached out to millions of investors across the country & brand reach has received a tremendous boost.”

     

  • One-stop destination for all formats of Comedy

    Tata Sky launches comedy service on DTH

    By A Correspondent

     

    Tata Sky has added a new service to its diverse bouquet of content named Tata Sky Comedy. This would be the first ever interactive service on DTH in India that provides a single destination for all formats of Hindi comedy content.

     

    The service was launched by Pallavi Puri, Chief Commercial Officer at Tata Sky, along with Hiren Gada, ‎Director, Shemaroo Entertainment the content partner for the service. The launch event provided a glimpse of the service, unfolded by stand-up comedians Sugandha Mishra and Sahil Khattar, who are also a part of the service.

     

    Tata Sky Comedy offers original content created especially for this service along with the best of classic comedy TV shows like Nukkad, Ye Jo Hai Zindagi, Office Office and Zabaan Sambhalke. Every format of comedy content is being made available through this service – from filmy spoofs to fun movie reviews, from gags & pranks to faking news shows – Tata Sky subscribers will now have access to comedy content at their fingertips.

     

    The service is packed with rib-tickling content that is refreshed daily and plays 24X7, ad free. Tata Sky has partnered with Comedywalas, a unit of Shemaroo Entertainment for exclusive and new content such as Bollywood Tadka and Comedy Fatafat. The interactive section of the service features Jokes, Fun Quizzes like Dialogue baazi (based on dialogues from Bollywood movies) and a popular comic strip Suppandi, all of which is refreshed daily.   Pallavi Puri, Chief Commercial Officer, Tata Sky said, “With Tata Sky Comedy we aim to provide a fun way to relax for our subscribers. Comedy is a genre that the audiences have a huge appetite for and we believe there is currently a gap for a singular destination for all types of Hindi comedy content. We wish to fill that gap with this latest offering from Tata Sky. In partnership with Shemaroo, it is our attempt to provide a one-stop shop for popular comedy formats that will be available to subscribers 24 hours a day. ”

     

    Talking about their expertise, Hiren Gada, Director, Shemaroo Entertainment said, “We’re very excited to launch the comedy service with Tata Sky. Being a leading content aggregator and owner, our continuous efforts are to serve our audiences in new and innovative ways. Comedywalas is one such initiative from Shemaroo. Given the fact that comedy is such a universal entertainment genre, our efforts will be to aggregate, produce and curate some highly entertaining and fun programming.”

     

  • Kishore Biyani-led Future Group to bring out ads using word play to target Flipkart, Snapdeal and Amazon

    Flip the Cart, Snap the Deal and Amaz-Off. Future to tease ecom majors with ad offensive

     

    By Sagar Malviya & Pritha Mitra Dasgupta

     

    Future Group CEO Kishore Biyani, who’s never made a secret of his disdain for ecommerce rivals, plans to step up the offensive with a series of ads that use word play to target the three main marketplaces – Flip the Cart, Snap the Deal and Amaz-Off.

     

    This is probably the first time a brick-and-mortar retailer will engage in comparative advertising against online rivals, which have been grabbing share by discounting products.

     

    After nearly three years of deep discounting, most online sellers are now pulling back from this strategy in a desperate effort to shore up their finances, making them vulnerable on this front. Ecommerce discounts are now mostly limited to select brands such as online exclusives, old merchandise and own labels.

     

    The combined losses of the three leading online companies — Amazon, Flipkart and Snapdeal — ballooned to Rs 5,052 crore in FY15 from Rs 1,000 crore in the year before as they sought to build market share. At the same time, several brickand-mortar retailers clocked double-digit same-store sales growth last year, a reversal from the trend in 2014 when physical stores reported subdued demand as ecommerce players wooed away consumers.

     

    As part of the Future exercise, three newspaper jacket ads on Friday will direct shoppers to its Brand Factory discount outlet instead of hunting online for better prices in a manner reminiscent of the pot shots that Pepsi and Coca-Cola took against each other in the 1990s.

     

    The theme will be continued inside the stores, with staff and cashiers wearing T-shirts with messages such as ‘My deal got snapped’ and ‘My cart got flipped’. The 40 or so Brand Factory stores will also wear new facades and selfie zones with the same theme targeting Flipkart, Snapdeal and Amazon.

     

    “We just want to prove the point that both our merchandise assortment and pricing are better compared to online companies. We need to make consumers aware of this fact,” said Biyani, adding that Brand Factory’s gross merchandise value (GMV) in the year to March 2016 was Rs 3,500 crore. Future is India’s biggest listed retailer.

     

    “While we use sales numbers to talk about performance, we are bigger than Myntra or Flipkart in terms of GMV,” he said. As part of its Great Offline Denim Festival, Brand Factory will sell nearly a dozen brands such as Levi’s, Benetton, Lee, Wrangler and Pepe jeans at a 50% discount for three days.

     

    Future has fired ad shots at ecommerce before. For instance, “You can’t take the nation for granted even for a day,” was aimed at Flipkart’s Big Billion Day sale in 2014.

     

    Snapdeal has taken digs at Flipkart and Amazon with its campaign tag line: ‘You don’t need a billion offers to amaze you. You just need to snap the best ones’. It also had about 100 billboards in 20 cities emblazoned with the phrase ‘Achha kiya bata diya, #YahanSeKharido’ aimed at Flipkart, which was running the ‘Nahin khareeda? #AchhaKiya’ campaign last year.

     

    “The intent of a campaign is really crucial,” said McCann India CEO Prasoon Joshi. “Whether the campaign is offensive or not will depend on the intent of the brand. If the intent is shallow fun then it is different. But I personally believe that taking creative potshots at competition cannot be a long-term strategy.”

     

    Brick-and-mortar retailers are also investing in omni-channel strategies and experimenting with global models such as flash sales, such as by offering a single product for sale for a period of 24 to 36 hours. “We are planning flash sales where consumers can get discounts, coupons and offers on several brands by using an app but buying at physical stores for certain hours or days,” said Rajiv Prakash, cofounder of Shouut, which is in talks with Shoppers Stop, Oberoi Mall, Decathlon and DLF Promenade for deal-of-the-day sales.

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Campaign to play up the slice-of-life moments of the true Indian cricket fans

    Google launches new ad campaign by Lowe Lintas Delhi

    By A Correspondent

     

    With the excitement around the much anticipated ICC T20 World Cup, Google unveiled its latest Ad campaign highlighting a range of cricket Search features on its Google app.

     

    From a range of power packed features such as score updates to match schedules in English and Hindi these features offer a front row seat to all the games. The new Search experience also includes news articles related to games, teams and players, as well as score boxes with in-depth game stats.

     

    Further creating awareness around these new features, the two ad films highlight the benefits of the app. Conceptualized by Lowe Lintas Delhi, the new campaign helps communicate that cricket lovers can easily get answers to any questions about cricket through the Google App from score updates  to schedules, from cricket gear to trivia.

     

    Commenting on the new campaign, Sapna Chadha, Head of Marketing, Google India, said: “Being away from the action can be frustrating, but from today you’ll never have to miss another moment with the launch of new cricket experiences on the Google app.”

     

    Sharing his views on the creative approach behind the campaign, Arun Iyer, Chief Creative officer, Lowe Lintas said, “Die-hard fans of cricket will stop at nothing to get the updates on scores or any information related to cricket. This element has been captured beautifully through the two films that goes on to show that no matter what you cannot take cricket out of a fan, and it’s only through relevant and timely information that you can go one-up with them.”

     

    Adding to this, Naveen Gaur, President, Lowe Lintas said, “Cricket is the biggest passion of this country where every Indian is a bigger cricket lover than the next one. And as one of the leader brands creating a digital world, it’s only natural that Google becomes the most preferred platform for any cricket related queries”.

     

    The campaign will be aired during the upcoming T20 Cricket World Cup and also IPL 2016 and will span essential on and offline mediums.

     

  • BIBA introduces a new digital film addressing the issue of Dowry system in India…

    BIBA seeks to #ChangeThePerception in latest campaign

    By A Correspondent

     

    After its powerful message on gender prejudice in arranged marriages, BIBA has come up with another gripping digital film on dowry-a social iniquity which is still prevalent in our society. The film was launched on the eve of International Women’s day to mark the day and to send out a strong message.

     

    The second film draws attention towards the mindset of the older generation, who still believe that dowry is the birthright of every groom on account of merely being a man. It showcases an average age couple who just have fixed a match for their son and a grandmother who still believes in seeking dowry; the reaction of the couple to this demand will leave the audience amused.

     

    The film subtly talks about the change that is slowly occurring in the minds of people as they realize that deep-rooted practices like dowry are archaic in value and hold no relevance in today’s vastly progressive world. This change in attitude has not just transpired in the bride’s family but also in the groom’s family.

     

    Sharing his views on this digital film, Siddharth Bindra, MD, BIBA said, “After a grand success of our first digital film, BIBA is pleased to present the second film of the campaign- #ChangeThePerception as a part of the Change Is Beautiful series. The feedback encouraged us to move forward and take up another, more serious social issue of the Dowry system. With this ad film we have attempted to take a different and positive take on the changing world. As an ode to womanhood, BIBA dedicates this ad film to the Indian woman on this International Women’s Day and beautifully captures the message of- Change Is beautiful. This film is all about embracing and celebrating that change.”

     

    Biba’s stand for changing ideologies in order to establish a forward-thinking society also managed to instate that change is always beautiful and better! The Chief Creative Officer of Brandmovers, the agency behind the conceptualization of this film and Biba’s digital agency on record, Suva Ghosh said,” Dowry has been a tradition in our country for years and still continues to be. We wanted people to realizethat their take on this issue is mistaken, especially the generation that still refuses to see it as a social evil through this witty take on the issue and extend BIBA’s stand of changing the convention”.

     

  • The new OOH campaign has been launched with the imperative of amplifying the buzz and spreading awareness about the new CB Hornet 160R among target audience

    Posterscope unveils new OOH campaign for CB Hornet 160R

    By A Correspondent

     

    Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has unveiled a new OOH campaign for its recently launched CB Hornet 160R. The campaign will be executed by Posterscope India.

     

    The new OOH campaign has been launched with the imperative of amplifying the buzz and spreading awareness about the new CB Hornet 160R among target audience.

     

    The campaign cuts across 17 cities with a media space of 5 lac sq.ft. The wide range of media mix has been activated to achieve the targeted reach. Use of new innovative concepts to focus product features- like the specially created backlit hoarding to highlight the signature X-shaped tail light. The optimized campaign plan includes larger than life billboards, mall facades, bus shelters, metro branding, kiosks, institutional media and corporate parks.

     

    Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India said, “Ever since its launch in December, the CB Hornet 160R has stood out for its Raw, Real &Ripped appeal. Designed to set the pulse racing with its looks, aggressive styling and cutting edge performance, the CB Hornet 160R has caught the fancy of the youth. With the vehicle now available across Honda’s main network, this campaign is set to enhance the awareness among the target audience.We look forward to the OOH expertise that Posterscope India will bring to the table and help us build on this early success.”

     

    Commenting on the win, Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India said, “We are extremely happy to be associated with brand Honda. CB Hornet 160R with its macho looks and durable performance has already won hearts. We will further, ensure that the Street Naked Sports Biking momentum is continued throughout. This is an important win for us. We would like to extend our heartfelt thanks to have showed trust on us.”

     

  • The campaign has been conceptualised by Law & Kenneth | Saatchi & Saatchi

    Varun Dhawan aims to popularise new collection from Skybags

    By A Correspondent

     

    Skybags has announced the launch of its latest backpack collection and has unveiled a campaign to promote the same. The campaign was unveiled by brand ambassador Varun Dhawan recently.

     

    The campaign, which is conceptualised by Law & Kenneth | Saatchi & Saatchi, the film features Varun Dhawan showcasing the collection. Matching a light-hearted catchy tune, Dhawan is seen leaping through the air, moving in style, with different bags from the new collection against Istanbul skyline.

     

    Expressing her views on the campaign, Radhika Piramal, Managing Director, V.I.P Industries says, “As a brand we aspire to connect with young audience that is fun-loving, vibrant and who have an edge about them. The campaign is simple, yet manages to encapsulate the fun and trendy spirit of the brand and the latest backpack collection. With a design range that can cater to multiple individual preferences, we hope to tap into the market for school, college and office backpacks. We have also added a new overnighter category called ‘Weekender bags’ in our new collection.”

     

    Commenting on the campaign, Sudip Ghose, Vice President – Marketing, V.I.P Industries says, “Varun Dhawan’s personality syncs seamlessly with the new collection and these stylish bags are something that everyone would want to own. Bags in our new collection are not only high on style with bright colours, trendy fabrics and prints, but are also high on features. Our ‘Tri-tech series’ of backpacks are super spacious, comes with laptop and tablet compatibility, organiser, waterproof raincover and specially designed ‘aer-zone’ back comfort. Not only this, all bags come with 12 month worldwide warranty.”

     

    Explaining the rationale behind the campaign, Rahul Nangia, National Creative Director, Law & Kenneth | Saatchi & Saatchi says, “Skybags backpacks are not meant for those who are boring and sedate. They have been designed for restless young men and women who refuse to sit down. They are bursting with energy to keep moving. That’s the spirit that this film attempts to capture.”

     

    The campaign will be a 360 degree one programmed for high visibility, which includes online and offline channels such as digital platforms, television, print and outdoor. It is also being supported by a new microsite and online contest through several social media platforms.

     

  • Three new blockbuster promotions with freebies and collectibles launched nationwide

    Rasna gets set for summer war with latest marketing blitzkrieg

    By A Correspondent

     

    With the onset of summer, Rasna is set to unveil new commercials featuring its brand ambassador Akshay Kumar along with new additions to the Rasna family. Rasna has developed two new TVCs for 2016 featuring its new model, the brand mascot for 2016 – a Gorilla. The company has also roped in the young Naisha Khanna as the new face of Rasna. The TVC has been directed by Curry Nation.

     

    In keeping with its tradition to offer new and innovative offerings every year, Rasna also announced the launch of three new promotions featuring interesting and exciting freebies and for children to go along with the summer drink. Specially designed musical toys – Muzos – will be given Free with any 32 glass pack of Rasna Fruit Fun.

     

    The other two promotions from Rasna this year are with the instant drink powder Rasna Fruit Plus. Also, with 500gms of any Fruit Flus, a Mobifan is free. The Mobifan is a specially designed hand fan which can be carried along to provide cool air any time anywhere or as Akshay Kumar has mentioned in the TVC, ensuring “fan following everywhere”.

     

    These new promotions were announced after an extensive research amongst kids and mothers between July and September of 2015, conducted by the company to ascertain the interests and attractions of children to bring them closer to the brand. The result is for everyone to see with the new engaging promos that Rasna has packed with the products.

     

    Piruz Khambatta, Chairman and Managing Director, Rasna said, “A home-grown brand which has given India the first value-for-money drink, Rasna, in its positioning stands for 32 glass with Celebration, Party and Dance Music. The core of the brand lies in enjoying the smallest moments of life and celebrating life. Over the last few years, we have launched several interesting and exciting new products that cater to a wide range of our audiences and suit the taste of both the masses and the classes. The new promotions for 2016 and the new ad film are yet another endeavour from us to ensure a gentler and direct connect with our consumers and cater to their specific requirements. The research we conducted in 2015 led us to formulate the strategy for this year and come up with an interesting and novel new commercial and a slew of interesting collectibles like the Muzos that kids can collect.”

     

    Rasna has developed two different TVCs, one each for their range of Fruit Fun and the Fruit Plus product range. The Fruit Fun ad will see the new Rasna girl, Naisha bravely and confidently engage with a Gorilla who emerges to scare kids playing in the garden. Naisha bravely faces the Gorilla to save her friends and starts playing the Muzos to the Gorilla, who stands confused and eventually starts dancing to her tune. As the ad progresses, the scared kids emerge from their hideouts and thank the girl for her bravery while calling her a hero. Towards the end of the ad it is revealed by Naisha that the Gorilla is the true hero as she reveals Akshay Kumar under the hood of the gorilla’s head. The ad closes with Akshay and the new Rasna girl echoing the most loved punch line – I Love You Rasna!

     

    The second film is more athletic featuring Akshay Kumar taking a swim and talking about fitness and being healthy. The film showcases the vital ingredients with an endorsement from Akshay confirming the presence of 21 vitamins, minerals and natural fruit energy in the drink.

     

  • The agency attempts a tongue-in-cheek spin on the Airtel girl’s character

    Taproot unveils Airtel 4G campaign

    By A Correspondent

     

    The ubiquitous Airtel 4G Girl is back in a new avatar starting today as she goes on a vacation with her friends. Airtel’s new campaign around its 4G services starring Sasha Chhetri went on air today in the the India New Zealand match of the ICC World T-20 Cup on Tuesday.

     

    Taproot Dentsu has unveiled a new campaign for Airtel’s 4G service. Here are some details, as per a communiqué received from Taproot:

     

    Over the last few months the ubiquitous Airtel girl has become synonymous with the launch of 4G in the country. Loved, trolled, debated and discussed in equal measure she has gone on to become one of the highly salient brand advocates in recent times.

     

    As the competition gets ready with starting out with 4G in the country, Airtel has moved on to delivering the power of 4G speed to the far reaches of the country. It is an important phase in the Airtel 4G campaign and we thought it would be interesting to get a tongue-in-cheek spin on her character, showing her now trying to take a break from 4G advocacy but ending up finding the brand’s influence preceding her.

     

    It is a bright, brave campaign from a brand of this stature and drives home the underlying message that Airtel 4G is not only fast but available in more parts of the country than one would think.

     

    The Films:

    Shimla 40 sec – https://youtu.be/Em_Ov3h0C3U

    Shillong 35 sec – https://youtu.be/ZIZK85eVFYM

     

    Clientspeak: Srinivasan Gopalan, Director – Consumer Business, Bharti Airtel (India & SA) says, “Airtel has established a clear leadership in the 4G category, both in terms of network presence and brand communication. Sasha has become the face of 4G in India and we believe that the new campaign, which communicates the unmatched reach of Airtel’s 4G network, will further strengthen our data proposition and help us build on our first mover advantage.”

     

    Agencyspeak: Agnello Dias, “We have seen a lot of the Airtel 4G girl in recent times. And she’s powerfully built 4G association with Airtel. We thought it would be great if we could take a cheeky look at her ubiquity. So this time instead of continuously advocating the brand, we have taken a different spin on her character while driving home a strong network message.”

     

    Credits:

    Client- Airtel

    Agency- Taproot Dentsu India Communication Pvt. Ltd.

    CCO- Agnello Dias/ Santosh Padhi

    CEO- Umesh Shrikhande

    Writers- Agnello Dias/Pallavi Chakravarti

    Account Management- Gargi Vegiraju/ Alekhya Marada/ Sana Patel

    Art- Santosh Padhi/ Durvesh Gaikar/ Rutuja Mali

     

    Production House Credits:

    Equinox Films Pvt. Ltd, Mumbai

    Director – Ram Madhvani/ Nitin Parmar

    Producer/Executive Producer – Manoj Shroff/ Sia Bhuyan

     

  • The campaign aims to instill confidence in investors’ minds in mutual funds in general

    Kotak Mutual Fund launches ‘Jo Samjhega, Wo hi Paaega’ campaign

    By A Correspondent

     

    Kotak Mahindra Asset Management Company (KMAMC) has launched its new campaign ‘Jo Samjhega, Wo hi Payega’ to urge Indians to start investing in Mutual Funds as a prudent fiscal practice.

     

    Under its investor education initiative, KMAMC aims to reach out to working professionals who have sufficient disposable income, but are apprehensive about market cycles and its pitfalls. Through this educative campaign, Kotak Mutual Fund addresses risk-averse investors’ common misconceptions about mutual fund investments. The campaign aims to instill confidence in investors’ minds in mutual funds in general, and SIPs in particular as the simplest way to invest, while looking to inculcate a consistent and disciplined approach to investments.

     

    Kaiyomurz Daver, Vice President – Marketing, Kotak Mutual Fund said, “Research suggests that despite rapid growth, mutual fund penetration in India is still low compared to global peers, due to low financial literacy about the category and ill-informed perceptions surrounding mutual fund investments. The objective of the campaign is to create awareness about benefits of mutual funds and increase participation of the retail investor in equity markets. “Jo Samjhega, Wo hi Payega” highlights how SIP enables disciplined investments, even in small amounts, assisting in wealth creation over time.”

     

    Rahul Jauhari, Chief Creative Director, Everest Brand Solutions said, “Most people don’t understand the nuances of personal finance so well. Most people listen to voices of authority in their lives. So we put the two things together – and landed on a simple way of explaining the benefits of doing an SIP. The cast has been kept close to real and the pitch of the films has been kept believable.”.

     

  • Patanjali Ayurved is on way to $1bn sales in FY17 with HUL, ITC, Nestle India and Britannia occupying the top 4 slots amongst FMCGs

    Patanjali as 5th largest Indian FMCG?

     

    By Namrata Singh & Partha Sinha

     

    At Patanjali Ayurved’s manufacturing facility in Haridwar, there is brisk activity as cartons of freshly made products are being loaded onto trucks to be dispatched to stores across India. With the financial year nearing a close, an official pointed explained, all hands are on the deck to help the company achieve its targeted turnover of Rs 5,000 crore this fiscal.

     

    For a manufacturing company set up about 10 years ago, achieving a Rs 5,000-crore turnover is not easy. However, for Patanjali Ayurved, which is breaking conventional marketing norms, sales are inching up month on month. Sources in the know believe Patanjali could have clocked monthly sales of around Rs 600-700 crore in January and February, which means Baba Ramdev’s baby could become a billion-dollar entity, with its annualised turnover expected to cross the Rs 7,000-crore mark before the end of fiscal 2017.

     

     

    Brand Patanjali driving buzz on social media

     

    By Anumeha Chaturvedi

     

    Brand Patanjali generated around 15000 conversations on Twitter in the period between August 2015-January 2016, according to data compiled by social media analytics firm Blueocean Market Intelligence.

     

    Chatter around Patanjali was largely around its competitiveness (60%) as an FMCG brand. Some discussions were also led by the indigenous nature (17%) of the brand, the quality of its products (13%) and its marketing strategy (10%).

     

    In many instances, discussions/posts around the brand referred to Baba Ramdev thereby indicating that the brand is strongly associated with Baba Ramdev and he is a strong brand ambassador driving the brand’s image.

     

    A lot of buzz was observed around Patanjali becoming a strong threat in terms of market share to rival MNCs such as Colgate, HUL, ITC and Emami, in the FMCG space.

     

    Discussions touched upon Patanjali emerging as a strong player in the FMCG market; particularly its soaring sales graph gathered a lot of attention.Many consumers were seen commenting on how their products, particularly noodles and honey were not only cheaper but also better than those of other competitors. Few consumers went to the extent of expressing their wishlist of products such as sanitary napkins, fairness creams, that they expect in future from Patanjali. Top trending hashtags for the brand were Patanjali, Ramdev, and Babaramdev, according to Blueocean.

     

    In terms of its marketing strategy, discussions centered around Patanjali’s tie-up with Future Group. This partnership was seen as a sound approach to further strengthen the brand’s foothold in the FMCG market through Future Group’s outlets such as Big Bazaar and Easyday.

     

    Furthermore, efforts such as launching Patanjali Atta Noodles in the absence of Maggi noodles in the market, targeting market segments dominated by MNCs, direct marketing, seeking exclusive space at stores, were appreciated as compelling and strategic marketing moves

     

    The brand’s marketing related update that it is focusing on advertising and has kept aside Rs 300 crore for advertising and promotion, also gathered some attention according to the research.

     

    Which means, Patanjali could become the fifth largest FMCG company in the country, after Hindustan Unilever, ITC, Nestle India and Britannia Industries. This would bring it well ahead of traditional FMCG players like Dabur, Godrej Consumer Products and Marico.

     

    In an exclusive interview at the company’s headquarters, Acharya Balkrishna, MD, Patanjali Ayurved, said in the current fiscal, as of early-March, the company’s turnover has already crossed Rs 4,500-crore and is cruising at a monthly rate of about Rs 500-550 crore. “Our target is to go be yond Rs 500 crore a month.Because we are also making plans for future expansion, we are moving in line with the target,“ he said.

     

    “We may even reach Rs 600 crore a month mark -that will give us an annual turnover of approximately Rs 7,000 crore,” said Balkrishna.

     

    Even at the current level of Rs 4,500-crore turnover, Patanjali has paced ahead of oral care leader Colgate-Palmolive (India), challenging it which its `Dant Kanti’ toothpaste.

     

    Given that Patanjali has been grabbing eyeballs through its advertising, industry experts believe the company could soon even reach Rs 10,000 crore turnover, which would make it as big as ITC’s non-tobacco FMCG sales.But Balkrishna said that would take time. “We have to plan, right from procurement of raw materials to processing to manufacturing and marketing. We work on a single channel right from the farmer to the end consumer and that is the real reason why our quality and costs are under control. There are very few companies in the world which may be following such a system,” he said.

     

    “We buy raw materials directly from the farmer. In other companies, raw material sourcing and marketing of products are done by different entities. So we don’t have sudden peaks and troughs in growth, we plan a steady growth. It’s not like a share market where one day there is growth and the other day a slump,” Balkrishna said.

     

    The rural market is another area where FMCG biggies could face a tough challenge from Patanjali’s products, which are priced below regular brands because the company consciously operates on thin margins. “We are expanding our reach through tempos which can go deeper into rural markets. We will begin with 500-600 tempos and will gradually expand the network,” said Balkrishna.

    Source:The Economic Times
    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved
    Licensed to republish

  • The Season 3 race is being held at the Buddh International F1 circuit, Greater Noida on the 20th of March’ 2016

    Rediffusion creates new campaign for Tata Motors T1 Prima Truck Racing Championship

    By A Correspondent

     

    The concept was launched in India two years ago with the objective of making trucking an aspiration amongst the new generation of drivers and young fleet owners. This gave Tata Motors an opportunity to showcase their product and technological credentials through the excellence of Tata Prima.

     

    Tata Motors T1 Prima Truck Racing Championship being held at the prestigious Buddh International F1 circuit for the past two years has now become a much awaited annual event. It is a day-long programme where the best British truck racing drivers compete for the championship along with some entertaining performances by eminent Indian artists. This year Tata Motors are taking the event to a whole new level by introducing for the first time our own Indian truck racing talent by selecting actual competent truck drivers. These truck drivers have been given technical training for over a month by specialised technicians and racing experts in order to prepare them to compete in the championship.

     

    The communication for Season 3 was devised to mainly communicate this unique achievement and showcase the aspirations of the truck drivers who from being masters of the Indian roads are now on the verge of becoming racing truck heroes.

     

    The television commercial, concieved by Rediffusion-Y&R captures the attitude of these Indian truckers of leaving the world behind and exhibiting power of a winner, as they drive through the tough Indian terrain onto the racing track at Buddh International Circuit. The TVC is backed by an integrated campaign on press, radio, outdoor and consumer contact programs to draw maximum attendance at the event.

     

    UT Ramprasad

    UT Ramprasad, Head – Marketing & Communication (Tata Motors, Commercial Vehicles) said, “Season 3 is a landmark year for the T1 Prima Truck Racing history. The first time around was by introducing the concept of truck racing in India. This year we took T1 Racing to another level by selecting & training Indian truck drivers to race Tata Prima, India’s greatest truck. The commercial is an encapsulation of the pride and feeling that truck drivers have upon being given the chance to race and compete with their peers on the race track , that too on the prestigious Buddh International F1 circuit.”

     

    Dhunji S. Wadia

    Dhunji S. Wadia, President Rediffusion-Y&R said, “The focus of our communication this year was to showcase the big leap that Tata Motors are taking in the T1 Prima Truck Racing by including Indian Truck Drivers for the very first time. We want to highlight the feeling of pride that these truck drivers felt on being given such an opportunity.”

     

     

    Rahul Jauhari

    Rahul Jauhari, CCO – Rediffusion-Y&R said, “T1 will be transformational for Indian truckers as, for the first time, it puts the spotlight on them. The idea for the commercial came from there. The story of Indian truckers eager to make their mark on the world, we wanted the real feel.  We have shot real trucks on location in multiple places.”